Archive for 2020

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[Commlist] New Publication: Branding Diversity

Tue Sep 29 09:58:48 GMT 2020

Announcement of the latest publication in the Routledge Critical Advertising Studies book series, /Branding Diversity: New Advertising and Cultural Strategies/ <>by Dr. Susie Khamis.

/Branding Diversity/canvasses one of the most pervasive and provocative trends in advertising – the growing visibility of politicised statements in contemporary branding. The book chronicles how brands have reckoned with diversity amidst growing calls from various stakeholders for greater cultural representation within media. With case studies of Budweiser, Gillette, /Vogue/ and Patagonia, the book explores how brands navigate what is invariably difficult terrain – one fraught with political tensions and divisive dialogues – and considers why such overtures are increasingly necessary. As brands compete for mindshare, attention, visibility and cut-through, these strategies are both shrewd readings of the consumer mood, as well as smart bids for cultural relevance.

From the anti-Trump ads in Super Bowl, to programmatic advertising and brand standing, /Branding Diversity/is essential reading for students and scholars interested in these deepening connections between the political and the commercial, as well as those readers curious to see how even the most iconic brands shape-shift and adapt to markets today.

Dr Susie Khamis is Senior Lecturer in the School of Communication, University of Technology Sydney. Her research areas are branding, representations of cultural diversity, and consumer cultures. She has published widely in these areas and her current research focuses on how successful global brands represent cultural diversity in their marketing media.

This is the latest book published in the Routledge Critical Advertising Studies series <>

Other titles include:

Stephanie Janes Alternate Reality Games: Promotion and Participatory Culture <>

      Gloria Dagnino, Branded Entertainment and Cinema: The
      Marketisation of Italian Film


Hyunsun Yoon, Branded Entertainment in Korea <>(forthcoming November 2020)

If you are interested in contributing to the series please get in touch at any stage in developing your proposal and contact the series editor, Jonathan Hardy, at (Jonathan.hardy /at/ <mailto:(Jonathan.hardy /at/>

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